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Is Your Search Marketing Career Optimized? - SMX East 2012
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Is Your Search Marketing Career Optimized? - SMX East 2012

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From SMX East 2012, get a few tips on how to optimize your search marketing career.

From SMX East 2012, get a few tips on how to optimize your search marketing career.

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  • The bottom line is you have a huge opportunity to make your name synonymous with whatever you want. I mean hell, we’re search marketers…when someone searches your name, you better make sure they see what it is you want them to see! You need to be your own brand.
  • I wanted to see how optimized the speakers here at SMX were so I took each of them (128 people) and I checked 5 categories - Blogging, Personal Blog, Twitter, Linkedin, G+ I know that we can’t all be on everything but you can choose a few and you certainly should be doing something.
  • I wanted to see how optimized the speakers here at SMX were so I took each of them (128 people) and I checked 5 categories - Blogging, Personal Blog, Twitter, Linkedin, G+ I know that we can’t all be on everything but you can choose a few and you certainly should be doing something.
  • I wanted to see how optimized the speakers here at SMX were so I took each of them (128 people) and I checked 5 categories - Blogging, Personal Blog, Twitter, Linkedin, G+ I know that we can’t all be on everything but you can choose a few and you certainly should be doing something.
  • I wanted to see how optimized the speakers here at SMX were so I took each of them (128 people) and I checked 5 categories - Blogging, Personal Blog, Twitter, Linkedin, G+ I know that we can’t all be on everything but you can choose a few and you certainly should be doing something.
  • I wanted to see how optimized the speakers here at SMX were so I took each of them (128 people) and I checked 5 categories - Blogging, Personal Blog, Twitter, Linkedin, G+ I know that we can’t all be on everything but you can choose a few and you certainly should be doing something.
  • I wanted to see how optimized the speakers here at SMX were so I took each of them (128 people) and I checked 5 categories - Blogging, Personal Blog, Twitter, Linkedin, G+ I know that we can’t all be on everything but you can choose a few and you certainly should be doing something.
  • I wanted to see how optimized the speakers here at SMX were so I took each of them (128 people) and I checked 5 categories - Blogging, Personal Blog, Twitter, Linkedin, G+ I know that we can’t all be on everything but you can choose a few and you certainly should be doing something.
  • Write – Set up a personal blog on your own domain. It should be your name or as close to it as possible. – Aaron’s post about experimenting Write for other blogs. The majority of the search blogs are looking for authors…SEOMoz, SearchEngineLand (elisabeth) Leave comments…real ones, don’t be a jerk. Write in social networks – Twitter, About Me, Slideshare Use Twitter, Use HARO to get yourself press. – If you’ve heard me speak, you know I love HARO. I mean, you can be famous…and you can be your company’s hero. Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Write – Set up a personal blog on your own domain. It should be your name or as close to it as possible. – Aaron’s post about experimenting Write for other blogs. The majority of the search blogs are looking for authors…SEOMoz, SearchEngineLand (elisabeth) Leave comments…real ones, don’t be a jerk. Write in social networks – Twitter, About Me, Slideshare Use Twitter, Use HARO to get yourself press. – If you’ve heard me speak, you know I love HARO. I mean, you can be famous…and you can be your company’s hero. Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Write – Set up a personal blog on your own domain. It should be your name or as close to it as possible. – Aaron’s post about experimenting Write for other blogs. The majority of the search blogs are looking for authors…SEOMoz, SearchEngineLand (elisabeth) Leave comments…real ones, don’t be a jerk. Write in social networks – Twitter, About Me, Slideshare Use Twitter, Use HARO to get yourself press. – If you’ve heard me speak, you know I love HARO. I mean, you can be famous…and you can be your company’s hero. Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Write – Set up a personal blog on your own domain. It should be your name or as close to it as possible. – Aaron’s post about experimenting Write for other blogs. The majority of the search blogs are looking for authors…SEOMoz, SearchEngineLand (elisabeth) Leave comments…real ones, don’t be a jerk. Write in social networks – Twitter, About Me, Slideshare Use Twitter, Use HARO to get yourself press. – If you’ve heard me speak, you know I love HARO. I mean, you can be famous…and you can be your company’s hero. Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Write – Set up a personal blog on your own domain. It should be your name or as close to it as possible. – Aaron’s post about experimenting Write for other blogs. The majority of the search blogs are looking for authors…SEOMoz, SearchEngineLand (elisabeth) Leave comments…real ones, don’t be a jerk. Write in social networks – Twitter, About Me, Slideshare Use Twitter, Use HARO to get yourself press. – If you’ve heard me speak, you know I love HARO. I mean, you can be famous…and you can be your company’s hero. Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • Participate * SEO Meetups, Marketing events, Conference networking. * Want to speak? Start by going to a BarCamp.
  • I know this sounds incredibly obvious but it can happen, whether you’re working in a small or large company, there will come a point where you are going to have to explain your job. About two years into my job, I was sitting in my boss’s office and I actually said out loud “Do you know what I do?”. For anyone, the goal to be so good at your job that your boss trusts you and isn’t managing your day to day. For the in-house folks you may end up doing a lot of work on your own. For anyone, an even more likely scenario, your boss is going to leave/change positions and a new one is going to replace them. It’s your job to make sure they know what it is your job actually consists of.
  • Whether your company is big or small, you are remote or in the same office…if your company doesn’t currently have one on ones…request it. It can be weekly, bi-weekly, it can be monthly…but you should make sure you are sitting down with your boss to make sure you are on the same page. Ok but I see and talk to my boss everyday. It doesn’t matter. This 15 minute time is for you and them to focus on you. Where are your clients? How are you feeling about things? What are you working on outside of your normal scope of work? No good manager is going to tell you they don’t have an extra 15 minutes on their schedule. The same thing goes with reviews. How many of you have an annual review? You get there and you are essentially playing catch up with the year. An informal quarterly review lets you take a look at what you have done the last three months vs the last 12. I can’t remember what I did 2 hours ago! Track client successes, personal successes, identify areas you want to work on. And sit down and talk about it. I don’t mean take your original job description and keep notes…but you should have a general idea of what you are doing compared to what you were hired to do. Are you doing more? Are you not doing enough? You may be doing things you didn’t even realize. Lastly, don’t be afraid to brag. Write a guest post? Send it to your boss and ask for their thoughts on the post. Get awesome feedback from a client…forward it on! You should feel good about your achievements and at the end of the day, you’re helping the company. But like anything, make sure you do it tactfully…
  • Aside from just your boss, you want to make yourself an asset in the overall company right? When it comes down to it, you can do the best work in the entire company…rank the crap out of your site, increase organic traffic 1000%...but do you know what the higher ups are looking at? Do you know what the people who aren’t in the marketing dept are looking at? The bottom line. Don’t just be a brand in the search engines, be a brand in your company.
  • Look, as search marketers, we are unique individuals…We spend our time looking at search results, we spend a ton of time conversing on Twitter and we find things like Matt Cutts parody videos hilarious. That’s not normal. However, I’ve met a lot of people at these conferences who are funny, easy to talk to and of course, know how to have a good time. The key is to bring that back to your company. Whatever type of culture you have, however much you hate going to work events…go. I can’t say it enough. Go...and more importantly, talk to people. Sit in the lunch room, play on the softball team…at my last company I played on a basketball team…you know how many games we won? ZERO. But the point is to show you are involved in the company. How many job descriptions have you seen that are looking for team players? Right now about 5,000. Including an ACTUAL title. Take on a new task. What is your company lacking? What is your team lacking? I met a woman the other day whose company didn’t have a social media presence. So she asked if she could take it on. Where can you help your company that also will benefit you? Start something new. Company newsletter – Client newsletter – You know what’s hot right now? Company perks. Health initiatives. The odds are you won’t be at your company forever, but while you are there you can be awesome and you can set yourself up for future success.
  • Look, as search marketers, we are unique individuals…We spend our time looking at search results, we spend a ton of time conversing on Twitter and we find things like Matt Cutts parody videos hilarious. That’s not normal. However, I’ve met a lot of people at these conferences who are funny, easy to talk to and of course, know how to have a good time. The key is to bring that back to your company. Whatever type of culture you have, however much you hate going to work events…go. I can’t say it enough. Go...and more importantly, talk to people. Sit in the lunch room, play on the softball team…at my last company I played on a basketball team…you know how many games we won? ZERO. But the point is to show you are involved in the company. How many job descriptions have you seen that are looking for team players? Right now about 5,000. Including an ACTUAL title. Take on a new task. What is your company lacking? What is your team lacking? I met a woman the other day whose company didn’t have a social media presence. So she asked if she could take it on. Where can you help your company that also will benefit you? Start something new. Company newsletter – Client newsletter – You know what’s hot right now? Company perks. Health initiatives. The odds are you won’t be at your company forever, but while you are there you can be awesome and you can set yourself up for future success.
  • Look, as search marketers, we are unique individuals…We spend our time looking at search results, we spend a ton of time conversing on Twitter and we find things like Matt Cutts parody videos hilarious. That’s not normal. However, I’ve met a lot of people at these conferences who are funny, easy to talk to and of course, know how to have a good time. The key is to bring that back to your company. Whatever type of culture you have, however much you hate going to work events…go. I can’t say it enough. Go...and more importantly, talk to people. Sit in the lunch room, play on the softball team…at my last company I played on a basketball team…you know how many games we won? ZERO. But the point is to show you are involved in the company. How many job descriptions have you seen that are looking for team players? Right now about 5,000. Including an ACTUAL title. Take on a new task. What is your company lacking? What is your team lacking? I met a woman the other day whose company didn’t have a social media presence. So she asked if she could take it on. Where can you help your company that also will benefit you? Start something new. Company newsletter – Client newsletter – You know what’s hot right now? Company perks. Health initiatives. The odds are you won’t be at your company forever, but while you are there you can be awesome and you can set yourself up for future success.
  • At the heart of this session and this presentation, the point is that as search marketers, there’s a ton of opportunity for us. I checked LinkedIn jobs for SEO postings in the last 30 days…there were over 500 positions listed. I didn’t even get into PPC or Social. We are very fortunate that there’s this huge market right now and its your job to make sure your career is optimized for it. You are in a position to dictate where it is you want to go and not everyone gets a chance to do that. Start thinking about where you want to go. Do you want to move in house at some point? Do you want to move beyond doing just SEO or just PPC? Consider the fact that the industry changes so much, how can you position yourself for when that happens? It’s basically the things we just talked about. Set up your brand. And then… Start connecting with people who are currently doing what you want to be doing. What are they talking about online? Where are they hanging out? What seems to be important in that area? Don’t be afraid to ask them questions about their career choice. Connecting has never been easier…social networks, events, lunch. Maybe what you think you want to do actually sounds terrible when you learn about it? I thought maybe I wanted to be a full-time consultant…so I met with people who are doing that. And you know what Iearned? It’s not what I want to do at all! Learn as much as you can. The next thing is to take just one extra step to get yourself there. Start blogging, listen to a webinar, participate in something you wouldn’t normally do. When it comes to optimizing your career, you are the only one who can do that.
  • Transcript

    • 1. Is Your Search Marketing Career Optimized? Casie Gillette • Director of Online Marketing • KoMarketing Associates • @casieg
    • 2. Optimize Yourself • Be a Brand • Remind Your Boss What You Do • Be a Team Player • Know Where You’re Going@casieg #1A22
    • 3. If You’re Not First…You’re Last@casieg #1A22
    • 4. How Optimized are Search Marketers?@casieg #1A22
    • 5. How Optimized are Search Marketers? 92%@casieg #1A22
    • 6. How Optimized are Search Marketers? 87%@casieg #1A22
    • 7. How Optimized are Search Marketers? 86%@casieg #1A22
    • 8. How Optimized are Search Marketers? 48%@casieg #1A22
    • 9. How Optimized are Search Marketers? 100%@casieg #1A22
    • 10. How Optimized are Search Marketers? 42%@casieg #1A22
    • 11. Get out there and DO SOMETHING! • Find Your Niche • Write! Write! Write! • Set Up Authorship • Participate Online & IRL@casieg #1A22
    • 12. Find Your Niche@casieg #1A22
    • 13. Find Your Niche@casieg #1A22
    • 14. Write! Write! Write! • Own Your Own Domain • Write for Search Blogs • Leave comments • Social Networks • Get Yourself & Your Company Press@casieg #1A22
    • 15. Write! Write! Write! • Own Your Own Domain • Write for Search Blogs • Leave comments • Social Networks • Get Yourself & Your Company Press@casieg #1A22
    • 16. Write! Write! Write! • Own Your Own Domain • Write for Search Blogs • Leave comments • Social Networks • Get Yourself & Your Company Press@casieg #1A22
    • 17. Write! Write! Write! • Own Your Own Domain • Write for Search Blogs • Leave comments • Social Networks • Get Yourself & Your Company Press@casieg #1A22
    • 18. Write! Write! Write! • Own Your Own Domain • Write for Search Blogs • Leave comments • Social Networks • Get Yourself & Your Company Press@casieg #1A22
    • 19. Set Up Google Authorship@casieg #1A22
    • 20. Set Up Google Authorship@casieg #1A22
    • 21. Participate Online & In Real Life@casieg #1A22
    • 22. Participate Online & In Real Life@casieg #1A22
    • 23. Participate Online & In Real Life@casieg #1A22
    • 24. Participate Online & In Real Life@casieg #1A22
    • 25. Participate Online & In Real Life@casieg #1A22
    • 26. Participate Online & In Real Life@casieg #1A22
    • 27. What would you say you do here…@casieg #1A22
    • 28. Take Your Job Into Your Own Hands • One on Ones • Informal Quarterly Reviews • Keep Your Job Description Up to Date • Don’t Be Afraid to Brag@casieg #1A22
    • 29. Be a Team Player@casieg #1A22
    • 30. Start Something • Be a Joiner • Take on a New Task • Create a New Initiative@casieg #1A22
    • 31. Start Something@casieg #1A22
    • 32. Start Something@casieg #1A22
    • 33. Know Where You Want to Go • Set Up Your Brand • Talk to the Right People • Take One Extra Step@casieg #1A22
    • 34. Thank You! Casie Gillette • Online Marketing Manager KoMarketing Associates • @casieg@casieg #1A22 @casieg

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